Professional Interests

Background

Rebecca joined the faculty in 2000, and currently teaches marketing strategy and centers her research on new products, brand management, and the strategic deployment of marketing resources. Current research projects include the impact of brand equity and innovation on the long-term effectiveness of promotions, the power of co-branding alliances, team longevity in the new product process, and resource complementarities in innovation outcomes and acquisition performance. She won the 2004 Jagdish N. Sheth Award for the best paper in the Journal of the Academy of Marketing Science and publishes in multiple outlets, including the Journal of Marketing Research, Journal of Marketing, Organization Science, Journal of the Academy of Marketing Science, Decision Sciences, and Journal of Consumer Psychology. Rebecca currently serves on the Editorial Board of the Journal of Marketing and was named to the Marketing Science Institute’s Young Scholars list in 2007.